Hey CEM – are we there yet?

This blog is by Shelley Schlueter at Nokia Solutions and Networks.Twitter: @sschlueter

It’s set to be a good year for Customer Experience Management (CEM), suggests the latest Heavy Reading research, with even mainstream adopters now developing strategies in this space. In her report ‘The CEM driven Telco – Next Steps for Adoption’, Senior Analyst Caroline Chappell, provides an analysis of the rising interest in CEM.

Having recently demonstrated our latest CEM solutions at Mobile World Congress, we decided to take the pulse and reflect on feedback heard at our stand. CEM is no longer the new kid on the block, nor is it a straightforward case of simply adding coverage, so it’s interesting to compare where operators are in their CEM journies at this point.

For CEM, seeing is believing. “This is exactly what we need!” exclaimed one CEO of a large European operator when he saw a demonstration of our CEM for Loyalty Scores, which provides operators with a near real-time view of their loyalty scores, such as Net Promotor Score (NPS). Another launch, the CEM Umbrella Solution, appealed to both small and large operators as a comprehensive way to see CEM in one view across markets and affiliates for leveraging best practices across the organization. Our Device Portfolio Analyzer attracted attention for its ability to show device trends for portfolio optimization, with several operators in Europe and Latin America asking for trials on the spot. Traffic Steering was a hot topic for operators looking into that space, although few seemed ready to take the next step. That didn’t stop one Latin American operator from declaring “We are ready for this now and want to discuss further how you can help us.”

While some operators are already very advanced in the CEM space, there are others for whom the CEM journey still hasn’t really begun. Customer Experience Management really can make all the difference in being able to retain subscribers and truly keep them happy.

See for yourself:

And join our Win with Customer Experience webinar on Thursday, June 12, to hear the latest findings from our 2014 Customer Acquisition and Retention Study Report and how our CEM innovations help drive customer loyalty.